Opinions on corporate and brand identity work.

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This is a very old entry — images are small, formatting is off.

 

Martha Stewart Circling

Reviewed Jan. 10, 2007 by Armin

Industry / Lifestyle Tags /

Martha Stewart Logo, Before and After

What better way to shake off a stint at minimal security prison and the failure of a show that was worse than its Trump-led counterpart than with a new identity? Yes, there are better ways. Truth is, and snarkiness aside, Martha Stewart’s empire seems like it never missed a beat, and this new identity is so in tune with the “Martha Look” that its evolution is as seamless and easy-looking as making squirrel-shaped centerpieces out of cloth napkins.

The new identity was designed by long-time MS collaborator Stephen Doyle of Doyle Partners in New York, who has been working with them since 1997. In good MS fashion, the identity is deceptively simple and elegant and anyone that has ever tried to set type in a circle can appreciate the improbability of pulling such a feat with the qualities mentioned above. An aspect I find interesting in this change is the segue into opposites: From an authoritative and demanding sans serif to a soft and sophisticated “quasi serif”, and from a hard-edged rectangle to a friendlier circle. All the while, turning an otherwise lackluster light teal/aqua color into a digestible color. The new logo — described by Doyle as a “welcoming wreath” — is set to “soon grace most of [Martha Stewart Living Omnimedia] properties”… Grace. Exactly.

PS. I particularly like and prefer the identity as applied in the spines of the image below, without the enclosing circles.

Martha Stewart Logo Application
Image Source: Doyle Partners.

Martha Stewart Logo on the Floor
Image Source: Doyle Partners.

 

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